Vietnam’s artificial intelligence (AI) landscape is advancing rapidly, fueled by strong government commitment and widespread consumer adoption. The Vietnamese government has taken decisive steps to promote national digital transformation through initiatives such as Resolution 57/NQ-TW1, the national AI strategy outlined in Decision 127/QĐ-TTg2, and the recently launched “Digital Literacy for All” campaign in 20253. Against this backdrop, consumer AI is becoming an integral part of daily life, transforming how people work, learn, communicate, and solve problems. In this context, Decision Lab has launched The State of Consumer AI in Vietnam 2025. Based on a nationwide survey of 600 online Vietnamese consumers, the report examines how Vietnamese users are engaging with consumer AI, identifying usage trends, key drivers, and barriers, as well as the shifting competitive landscape. The findings aim to equip policymakers, investors, and ecosystem stakeholders with actionable insights to accelerate adoption and drive inclusive — all in pursuit of the national vision of democratising AI in Vietnam.
Gen Z and white-collar segment lead Vietnam’s AI adoption
Vietnam’s online population is highly open to AI, with 78% of people having used at least one AI platform in the past three months and 33% now integrating AI into their daily routines. Adoption is not only widespread but also monetised, as 55% AI users pay for subscriptions. While uptake is strong across all age groups, Gen Z is driving the momentum. Young adults aged 18–24 lead in both overall usage (86%) and daily engagement (40%), setting the pace for how AI is embraced nationwide.
Consumer AI use is particularly concentrated among white-collar segments, with students at the forefront (92%), followed closely by office staff and business owners (78%). Educational attainment also plays a role, adoption and daily usage rates are highest among those with a university degree (78%) or higher (84%), reflecting how digital fluency and professional needs are accelerating AI integration in everyday life.
AI is a mainstream companion from efficiency to entertainment
AI in Vietnam has evolved from a novelty into a trusted companion, embedded in both work and leisure. When asked about their main motivations for using AI, consumers most often cite saving time (67%), simplifying learning (60%), boosting creativity (51%), and improving accuracy (48%).
Vietnamese users apply AI across five main categories, led by work and education, followed by entertainment, daily routines, creativity, and health and wellness. In education and professional settings, AI is used to learn new skills (34%), translate content (33%), and research specialised topics (25%). In entertainment, it supports chatting (40%) and interactive communication practice (33%). AI is also powering creative work, enabling image and video editing (31%), written content creation (29%), and idea visualisation (26%). Health and wellness is emerging as another growth area, with users relying on AI for health information and product research (29%). Daily routines — such as planning, shopping, and household management — see high participation but relatively low AI penetration, signalling untapped opportunities for tailored solutions in this space.
Which platform for which task — Preferences of Vietnamese users
On average, Vietnamese consumers use 2 AI platforms, with a diverse portfolio of tools in play. The market is led by ChatGPT (81%), followed by Gemini (51%) and Meta AI (36%).
Although global players dominate in usage, local platforms are closing the gap in customer loyalty. ChatGPT (51%) holds the highest customer satisfaction score, reinforcing its reputation for versatility.
Close behind, AI Hay (47%) ranks second, outperforming several global competitors (Gemini - 36%, Meta AI - 27%) to win the heart of Vietnamese consumers.
ChatGPT is the go-to all-rounder for translation, research, and professional tasks. Gemini and DeepSeek are favoured study companions for learning new skills. Copilot is primarily used for information searches, while Meta AI is preferred for daily conversations and casual Q&A. AI Hay bridges both education and entertainment, most often used for learning and keeping up with trending topics.
Moving towards the vision of democratising AI in Vietnam
Vietnam’s consumer AI market holds substantial growth potential, offering clear opportunities for platform providers to accelerate adoption by aligning with national priorities and addressing local user needs.
The State of Consumer AI in Vietnam 2025 identifies three essential factors: affordability, which ensures broad access through free or low-cost features; ease of use, which provides intuitive, multi-purpose tools that integrate seamlessly across platforms; and accuracy, which delivers credible, real-time information that builds user trust. However, achieving success in Vietnam will require more than functionality alone. Vietnamese users also place strong emphasis on cultural relevance. This means mastering the Vietnamese language, capturing local nuance, and delivering content that resonates within the country’s social and cultural context.
Organisations that succeed will not simply capture market share — they will contribute directly to Vietnam’s national digital transformation agenda, advancing inclusive AI access and driving broader socio-economic growth across the country.
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About The State of Consumer AI in Vietnam 2025
The State of Consumer AI in Vietnam 2025 is a report by Decision Lab designed to explore public behaviours, attitudes, and motivations surrounding the use of consumer AI in Vietnam. The study aims to identify key drivers, barriers, and emerging opportunities to make AI more accessible and relevant to all Vietnamese users. The findings are based on a nationwide online survey of 600 respondents, representing Vietnam’s national online population aged 18+, with balanced distribution across urban and rural areas, income levels, and age groups. The survey was conducted from 20 July to 28 July 2025 using YouGov’s online surveying and data management platform.